The Power of Consistency in Customer Experience: Small Cafés vs. Big Chains

We are avid walkers, and in our small town, there’s nothing better than winding down after a hike with a coffee and a bite to eat at one of the local cafés. Word travels fast here, and when a new spot opens, recommendations spread quickly. Recently, a few friends raved about a new café, insisting we had to try it. Strong word-of-mouth is one of the best indicators of great customer experience, so after our next hike, we headed straight there—only to find it closed.

A sign on the door explained it wouldn’t reopen for a couple of weeks. After a long walk, we were craving a rest and a refreshment, but instead, we had to rally our tired legs and trek an extra mile to another café.

This got us thinking about the differences between small businesses and large chains when it comes to customer experience. Small, independent cafés can deliver incredible, personalised service—clearly, this one had impressed enough people to earn glowing reviews. But smaller businesses are also more vulnerable to unpredictability. A sick child, a supplier issue, or even a well-deserved day off can mean unexpected closures. That’s not their fault—it’s just the reality of running a small operation.

Contrast that with our local Costa Coffee. It opens early, closes late, and no matter when we visit, there’s always someone behind the counter. The staff might rotate, but the experience remains consistent. And that’s the strength of chains—they may not always wow you, but they raise the floor of customer experience. Whether it’s Costa, Starbucks, or Travelodge, you know exactly what you’re getting: a reliable, decent standard of service at a fair price, anytime, anywhere.

Before chains became ubiquitous, customer experience in many sectors was wildly inconsistent—some places were fantastic, others were dismal. Big brands have helped establish a baseline of reliability that benefits everyone. That doesn’t mean we should stop supporting small businesses—far from it! But it does highlight why consistency matters in CX.

So, while we’ll keep seeking out those exceptional independent cafés, we’re also grateful for the chains that ensure we’re never left stranded without a coffee when we need one most.